Among the fundamental changes to marketing and business practice in today's economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain. Who now holds most of the power in today's economy?

A) retailers
B) wholesalers
C) customers
D) manufacturers
E) market research firms

Supply Chain

The network of all the individuals, organizations, resources, activities, and technology involved in the creation and sale of a product, from the delivery of source materials from the supplier to the manufacturer, and to its eventual delivery to the end user.

Balance of Power

A situation in international relations where power is distributed among several nations to prevent any one from becoming too strong.

Availability of Information

Refers to how easy it is to access relevant data or knowledge needed for decision-making or other purposes.